Problem

Getting computer resellers to embrace Dell Canada as a partner, to register and sell its solutions.

Approach

The strategy was to focus on superior brand opportunity, with a call-to-action driving to partner registration. Since Dell maintains parity between partners and its own salesforce, partners would come to realize that, by offering Dell, they no longer have to compete with Dell.

Solution

A long-term, focused, integrated media campaign featuring innovative product solutions, Partner Case Studies, eBulletins, events and co-brandable marketing tools.

Results

To date 44% of the Top 100 Canadian resellers are now part of the Dell PartnerDirect Channel Program. Channel sales continues to rise steadily as a portion of Dell’s total volume of sales in Canada.